The Brief

Create a disruptive consumer engagement mechanic that amplifies Malibu's Do Whatever Tastes Good campaign and inspires consumers to ‘Clock Off’ at 5pm.

The Strategy

We unveiled research that 84% of workers around the globe stated they had felt the pressure to work overtime, with the UK reporting 40+ hours overtime per month.

And the main culprit? Our phone.

The Execution

To help people truly clock off, Malibu brought the world’s first Clock Off Fountain to the heart of London.

From 17:01pm, the overworked had the chance to toss their phones into the Clock Off Fountain, releasing themselves from relentless emails and instant messages to sit back, relax, and enjoy the liberation of unplugging with a complimentary Malibu Piña Colada in hand!

And who better to kick it off than an icon of UK business culture - Karen Brady from The Apprentice.